Peter England's new generation concept store
By Susmita Das | Vjmedia Works | January 24, 2013
With intent to support every aspect of the modern working man' life and to nurture the customer from a young age through his professional career, the 'Peter England Generation concept' is brought into play
Peter England, the renowned menswear brand has come up with a new store concept referred as the'Peter England Generation'. The label with the launch of its exclusive store at the 100 feet road in Indiranagar, Bangalore has inducted this new retail identity. The store accommodates the existing brand while showcasing a wider array of product, extending its range from formal wear into a selection of'work, rest and play' apparel.
With intent to support every aspect of the modern working man's life and to nurture the customer from a young age through his professional career, the'Peter England Generation concept' is brought into play. "The challenge was to re-present Peter England as a new benchmark for Indian men's apparel - enhancing the brand's value and credibility and embedding it as a brand for life. Responding to a broad target of ages 17 - 35 plus, four key life stages were identified. Personas were created for each stage, in order to profile each customer type, along with an appropriate brand environment and communications to support the customer throughout their shopping experience,â€ says David Wright, Group Marketing Director, Dalziel and Pow.
Designed in collaboration by Dalziel and Pow and 4 Dimensions, the architectural wraps and spine walls fashioned in the store define the different'life stages' and help with navigation between product ranges while the informal tables and wardrobe-style furniture displays the products in a more personal way. Besides this, the introduction of soft seating areas and digital installations allow the customers to relax and engage with the brand. Style tips and product information are integrated into the merchandising system, mentoring customers through their career path, along with'brick wrap vinyl' images on the ground floor which draw light on the street culture for the youngest life stage.